Inside / Outside Studio

Telling the story
from the inside.

PR and communications for distinctive properties and brands across hospitality, wellness, travel, and beauty.

See the work ↓
Morning light filtering through tree branches onto a warm plaster wallLindsay Herr

Hi, I’m Lindsay.

An independent PR Director and strategist working across hospitality, wellness, travel, and beauty.

I work directly with a small number of clients, getting close enough to understand what makes a place, product, or idea worth talking about, then finding the clearest and most compelling way to tell that story.

More about me →

The properties and brands I work with already know who they are, shaped by place, grounded in philosophy, and offering something people can feel as much as understand.

Selected work →

Stories from
the inside out.

A selection of properties and brands I've helped shape, position, and bring into view.

01

Regenerative living · Brand evolution

ChoZen Center for Regenerative Living

Inside / Outside Studio

Forty acres of living Florida ecosystem and a vision that continued to evolve. I worked alongside ChoZen from its early artisan markets through the launch of its nonprofit status, shaping the narrative and media strategy, and securing the press that brought its vision as a regenerative living center into clearer view.

Scope

Brand positioning · Media strategy · Launch communications · Events

Selected results

98+ articles · 44.59M reach · MSN · USA Today · Yahoo · Edible Florida

02

Luxury skincare · U.S. communications

Seed to Skin Tuscany

With The Fiske Group

Seed to Skin Tuscany owns every step from soil to formula, growing its botanicals and developing and producing every product on its own farm and in its own laboratory in Tuscany. We help translate its story for the U.S. market through media strategy, editorial relationships, product launches, press trips, and immersive experiences.

Scope

Media strategy · Editorial relationships · Product launches · Press trips and immersive events · Awards

Selected recognition

100+ placements · GQ Beauty Award · 11M in media value

03

Historic landmark resort · Destination positioning

Mohonk Mountain House

With The Fiske Group

We have helped tell the evolving story of this family-owned National Historic Landmark across every season, from new openings and guest experiences to wellness, outdoor adventure, heritage, and the people behind the property.

Scope

Strategic positioning · Media relations · Press visits · Content creator partnerships · New openings and signature programming · Awards

Selected recognition

Condé Nast Traveler Readers’ Choice Awards · Travel + Leisure World’s Best Awards

2025 impact

6B cumulative UVM · $68M in media value

04

Catskills hospitality · Cultural positioning

Glen Falls House

Inside / Outside Studio

I helped position Glen Falls House as the kind of Catskills property that feels like coming home, building stories around the music, food, nature, and seasonal gatherings that give it its character. The work included year-round media relations, content creator partnerships, and The Wild Honey Pie’s Full House guest chef series at Trotwood.

Scope

Narrative positioning · Media relations · Content creator partnerships · Seasonal programming · Event promotion

Selected media

Condé Nast Traveler · Time Out New York · Hudson Valley Magazine · Chronogram

05
An Endospheres facial treatment in progress

Beauty technology · U.S. market expansion

Endospheres

With The Fiske Group

Endospheres is an Italian beauty and wellness technology best understood through experience. We have built its U.S. visibility through education-led media strategy, hands-on editor events in New York and Los Angeles, awards, creator relationships, and spa pop-ups that introduce the treatment to consumers while supporting placements in some of the country’s leading spas.

Scope

Media strategy · Editor and creator trials · Experiential launches · Spa partnerships and residencies · Trade education · Awards

Selected awards

Best Lymphatic Drainage Treatment, ELLE Tools & Treatments Awards · Best Body Treatment, Cosmopolitan Holy Grail Beauty Awards · Coolest Tools Winner, Bella Beauty Awards

Current & past clients

In good company.

Palmaïa The House of Aïa · Under a Tree Consulting · the ness · Rachelle Robinett · Wisdom Medicine · Red Bull Sports · Maker + Merchant · EBY · Girl & Her Moon · The Jungle Journal · Human Shift Magazine · The Wild Honey Pie · BodyGraphChart

What I do.

I lead PR and communications for distinctive properties and brands across hospitality, wellness, and beauty, from the story we tell to the relationships, experiences, and opportunities that bring it into the world.

Golden grasses moving in the wind
01

PR Strategy & Positioning

Getting clear on what sets you apart, why it matters now, and how to tell that story in a way people understand and remember.

02

Media Strategy & Relationships

Finding the stories editors will care about, building trusted relationships, and creating consistent visibility in the places that matter to your work.

03

Launches, Press Visits & Experiences

Property openings, product launches, press visits and trips, and editor experiences that give people a real way into your property or brand.

04

Creator & Strategic Partnerships

Identifying the right people and partners, shaping the opportunity, and building collaborations that feel true to what you have created and introduce it to the right audience.

She consistently sends compelling pitches that align with my areas of coverage while highlighting what her clients do best.

Joni SweetJournalist

Her expertise has allowed us to seamlessly bridge the gap between PR and brand partnerships, resulting in expanded agency offerings and new dimensions to our results-driven approaches.

Abra WilliamsFounder, Made You Feel PR

Lindsay’s thoughtfulness, intentionality, and genuine care for her clients’ success make her a standout professional. If you’re seeking a PR maestro who transforms narratives into captivating stories, Lindsay is your go-to partner.

Bess O’ConnorWell Spirit Collective

She doesn’t just pitch stories; she understands the deeper narrative we’re trying to tell and finds the outlets and angles that actually move the needle.

Amy K.Chief Marketing Alchemist, ChoZen
Sunlight filtering through a Hudson Valley forestLindsay Herr outdoors in the Hudson Valley

A little more
about me.

I came to this work through music. I built a boutique PR and artist management company called Music Without Borders, traveling the world and helping develop artists from the ground up, including artists who went on to win Grammys.

Music taught me how to stay close to the heart of the work while shaping a story that could travel. Inside/Outside grew from that same instinct and curiosity: the intersection of my inner world, wellbeing, nature, and creativity, and the outer world of properties, brands, places, and experiences.

With more than a decade of experience, I bring a modern approach to public relations, blending sharp strategy with meaningful connection and campaigns rooted in a clear story. I bring fast ideas, long-term thinking, and editorial instinct to award-winning launches, high-impact press trips, creative partnerships, and the ongoing work of helping distinctive properties and brands become known for what truly sets them apart.

Today, I lead Inside/Outside Studio and serve as an embedded PR Director with The Fiske Group, working across some of the industry’s most trusted destinations and brands. My background also spans brand partnerships, experiential events, and wellness education, giving me a wider lens on how stories reach people and how meaningful experiences stay with them.

Based in the Hudson Valley, my approach is intuitive, energetic, and honest, rooted in the way I live: thoughtfully, creatively, and connected to the natural world. I believe in walking the walk, not just pitching the story.

Work together

Let’s connect.

Based in the Hudson Valley, New York, working with properties and brands worldwide.